Personas have several tangible benefits. By focusing on the needs and wants of the customer, it becomes easier to prioritize features and avoid one-off changes after each customer request.

Personas break down into two main types:

Design Personas: This persona type is focused on behaviors, needs, and goals. Design personas seek to answer and communicate why customers are doing what they do

Marketing Personas: This persona type is focused on purchasing preferences, demographics, and media consumption. Marketing personas help to understand a users receptiveness to specific messaging.